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Hansen’s Natural Soda celebrated creativity and originality for the opening of Hansen’s House, a space designed to bring artists, musicians...

Hansen’s Natural Soda celebrated creativity and originality for the opening of Hansen’s House, a space designed to bring artists, musicians and other adventure seekers together to celebrate originality and original tastes.

The Mar Vista Art Department (MVAD) was transformed into a colorful branded space where guests took part in an interactive evening of art, music, food and Hansen’s Natural Soda. A component of the brand’s “Art of Originality” campaign, Hansen’s House gave people a chance to experience creativity with truly original people making original creations. The late-summer event aligns with the brand’s SoCal spirit, and is a continuation of a rebranding effort that began early in the summer. Hansen’s presence can also be felt across the East Side of L.A., where OOH boards, small format out-of-home and mirror clings can be seen carrying the brand’s new tagline, “This Is What Original Tastes Like.”

“MVAD champions original artistry, which is something our brand is all about… celebrating originality,” said Paul Verna, Hansen’s Director of Marketing. “Their ability to transform this space and the neighborhood played a vital role in creating a rich artistic environment. Hansen’s helped execute that concept, and with our support, I think this neighborhood is changed for the better.”

With MVAD’s Venice Boulevard pad serving as the Hansen’s House hub, the party kicked off with a set by DJ Peanut Butter Wolf. Throughout the evening, pedicabs transported partygoers to lounges set up throughout Mar Vista, where five premier street artists—Apex, Wyatt Mills, Starfighter, Madsteez and DJN3FF—painted murals that will remain indefinitely on the neighborhood’s artwalk. Hansen’s captured video content from the mural projects and last Friday’s event for its social sites, and the street-level street art is tagged with plaques that explain Hansen’s involvement should pedestrians decide to stop and take selfies with it in this thriving West Side neighborhood.

“This campaign is a celebration of originality, presented by a brand that is a true originator of natural soda,” said Andy Dutlinger, Creative Director at LRXD, the advertising agency that developed and executed the concept. “In the 1970s, Hansen’s introduced a pioneering line of sodas, and in 2008, it switched to a real cane sugar recipe for its original soda line-up, something that was unconventional at the time. Hansen’s celebrates originality, and the brand wants fans to take pride in being unconventional, too.”

Respect to the artists and mural locations:Apex – theapexer.com
His work has been shown extensively in the Bay Area and abroad. He was the artist in residence at the Headlands Center for the Arts (2007), and was featured in documentaries and publications regarding the Mission District in San Francisco.
Mural Location: 12446 Venice Blvd, Los Angeles, CA 90066

MadSteez – madsteez.com
Born Mark Paul Deren, MADSTEEZ is a multi-faceted artist/designer based in WEENSV!LLE, CA. Growing up on the outskirts of Washington, D.C., surrounded by nicknames and the oh-so-frequent game of biscuit, his HEYD!K sense of humor emerged.
Mural Location: 12503 Venice Blvd, Los Angeles, CA 90066